Mumbai: Celebrated television and theatre actress Apara Mehta, best known for her iconic role in Kyunki Saas Bhi Kabhi Bahu Thi and many other acclaimed shows, has joined Noida-based U-Turn4Nature as its Brand Ambassador. With her popularity and credibility across generations, Apara Mehta will champion the cause of homemade natural products crafted by women entrepreneurs from villages across India.
U-Turn4Nature, an initiative of the DNR Foundation, is dedicated to creating sustainable livelihoods for women through the production and marketing of natural, preservative-free food products such as flours, spices, snacks, oils, and eco-friendly lifestyle items. Each product is a reflection of the skill, hard work, and love of women belonging to Self-Help Groups (SHGs), Cooperatives, and Farmer Producer Organizations (FPOs) across the country.
Guided by the principle of Creating Shared Value (CSV), U-Turn4Nature aligns social good with business growth—ensuring that every purchase directly contributes to rural women’s income while promoting healthier, chemical-free choices for Indian families. The initiative not only strengthens local economies but also supports collective well-being and environmental sustainability.
Speaking about the association, Apara Mehta said, “I feel truly honored to be part of this beautiful mission. For years, I have played roles that connected deeply with Indian families, and now I am proud to connect with the real homemakers of India—the village women who are bringing back the tradition of purity and health through their homemade products. It is time for us to embrace this movement and say together—Ab homemade khayega India!”
Adding his views, Abhishek Kumar, Co-Founder of U-Turn4Nature, stated, “Having Apara ji as our Brand Ambassador gives immense strength to our mission. She symbolizes trust and family values, which perfectly resonate with our philosophy. U-Turn4Nature is not just about products—it is about transforming the lives of rural women and building a healthier India. With her support, we are confident of taking this message to every household in the country.”
By 2040, U-Turn4Nature envisions scaling its model nationwide, empowering 10 crore women entrepreneurs and driving the adoption of healthier, chemical-free alternatives in Indian homes.
